Public Health England: Smart Swaps

This case study describes a campaign by Public Health England (PHE), the UK government body, which used a website and a mobile app to encourage healthier eating.

Public Health England: Smart Swaps

OgilvyOne London and MEC, M4C, M&C Saatchi, 23 Red, Freud Communications

How did the campaign make a difference?

The nation is facing an obesity epidemic – with people at risk of dying from serious conditions such as cancer, diabetes and heart disease. Based on current evidence, 14% of children (aged 2-15) were obese in 2012.

Tackling this obesity crisis is one of the toughest challenges that Public Health England (PHE) has ever faced. By encouraging people to swap high calorific items rather than stop consuming them and taking them on a behaviour change journey, the...

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